Southwest Airlines announced that passengers will have the option to select their seat for flights beginning on Jan. 27, 2026.
Photo courtesy of Getty Images.
In a statement released on July 21, Southwest’s Executive Vice President Customer & Brand Tony Roach said, “Our Customers want more choice and greater control over their travel experience … This is an important step in our evolution, and we’re excited to pair these enhancements with our legendary Customer Service.”
Beginning July 29, passengers will be able the option of various fare bundles. Some bundles include the ability to select a seat, and customers that purchase them will be able to choose Extra Legroom, Preferred or Standard seats. Seat upgrades will also be available for purchase.
Southwest typically boards by groups assigned based on a combination of check-in time, fare type and frequent flyer status, with the option to upgrade. With the introduction of assigned seating, however, the boarding process will change. Passengers will board based on groups optimized for assigned seating, with customers prioritized based on seat location. Priority boarding will be available for purchase 24 hours prior to departure.
The decision marks a significant shift for the Dallas-based airline, which has operated with an open seating policy for decades. This change is accompanies by a slew of others that have upset the company’s loyal fan base. These include the recent ending of the “Bags Fly Free” policy that allowed passengers free checked bags and the mass layoff, the first in company history, in February that cut around 15% of the corporate workforce.
Despite the disappointment voiced by Southwest customers, investors have appreciated the profit-forward direction the airline has taken since a bitter boardroom battle led to a major change-up in the company’s executive team. In the week after the Bags Fly Free cancellation was announced, Southwest’s stock rose while rivals’ stock dropped.
Only time will tell if the airline’s customers or investors will eventually win out.
